The first big lesson here is to appreciate not all videos are the same. There are different types, as the video marketing examples below show 😎

So before we dive into them and explain what we love (and why they work), let’s first cover the main types of video marketing so you can choose the *right* one for your brand…

The Explainer Video
With this type of video, you help your audience better understand how your product works and what it is you offer. Often, you’ll use some kind of story or customer journey to walk them through what working with you looks (and feels) like.

The Animated Explainer Video
Similar to above, but this time using a tool like Doodly or Toonly to create an eye-catching animation that stands out in the sea or talking-head videos 🥱

The Product Example/Demo Video
This type of video explains (and shows) how your product works, taking your audience on a tour of how your product.software/service works.

The Brand Promo Video
Here, your aim is to promote your brand overall with a video that dives into your story, culture, values, or anything else that sets you apart from your competitors.

The Live/Event Video
With this type of video, you get to showcase your events, live talks, presentations, and even a behind-the-scenes peek into what your business does and its inner workings.

The Educational/How-To Video
It’s said 30.6% of consumers search for tutorials/how-to videos, making it one of the most popular forms of video marketing. Although it can center around your product/offer, it often gives your audience value, showing them how to do something/solve a problem. By being of help and value, you quickly build trust and credibility.

The Interview Video
Your aim with this type of video is to connect your brand with some kind of expert (or customer), interviewing them and building a bridge between their credibility and your offer.

The Customer Testimonial/Case Study Video
You saying a thing is fine, but most of the time your audience wants to know what other people like them think, feel, and have experienced. Through a video like this, you bring their words to life so your potential customers can literally see what your existing ones have to say.

The Customer Review Video
This final type of video can be powerful, especially when a customer takes the time to record an in-depth review like this one for Toonly

You’ve likely already noticed this, but YouTube is a big deal these days. There are channels dedicated to reviews like these, covering every industry and niche you can imagine.

It’s by far one of the more powerful video marketing examples 💪

Speaking of examples … let's dive into some more. Because although learning about these different types is valuable, it’s nothing compared to seeing them in action 🎬

We’ve made it to the good stuff and some of our favorite video marketing examples around — complete with commentary and context so you know WHY they work 🙌

But before you dive in, take a step back and prepare yourself to take notes.

Study these videos and keep bringing it back to you … your brand … your audience … and how each video relates to your world 🌏 There’s no such thing as the perfect video in marketing!

All that matters is you choose the *right* one for you 🙏
Let the following video marketing examples inspire you 🤜

Type of Video Marketing: Brand Promo

What We Love About This Video
The first thing you’ll notice about ClickFunnel’s Brand Promo video is that it uses humor to capture and keep attention. This is important no matter what video you create. Unless you trigger some kind of feeling in your audience, you won’t achieve what you desire.

And humor is one of the best emotions to trigger 😎

But it’s not all about the funnies, because this video also leverages

At no point is this video about the product itself. It keeps everything high-level, but within a few minutes, you know what ClickFunnels does, who it helps, how, and what sets it apart.

What You Can Learn From This Video Marketing Example
Make sure your video triggers an emotion, be it humor, fear, desire, or whatever else…

Type of Video Marketing: Explainer Video

What We Love About This Video
What stands out with this Explainer Video is that rather than recording a ScreenFlow of HOW the software works—something most brands do—Okta brings the experience to life with an ever-moving shot that never stands still.

It’s the difference between creating an active and passive experience.
And ACTIVE, if you couldn’t have guessed, is much-much better 🚀

Yet it isn’t just a fast-paced video that keeps your attention, but one that constantly uses its customer’s problems to guide the narrative. Without *showing* what the Okta software does (or even looks like), you know exactly who it helps (and how).

A very clever and fresh approach to an otherwise stale type of video marketing.

What You Can Learn From This Video Marketing Example
Don’t settle for the obvious … ensure your video feels immersive and keeps attention.